Maa Jaisi Mamta: Mother Dairy's Tribute to Universal Values

Mother Dairy is launching its latest campaign, "Mamta Jaisi Shudh, Maa Jaisi Mamta" (Pure like mother's love, Mother Dairy's love). Crafted by the renowned poet Gulzar, the brand anthem celebrates the universal values of love, care, emotion, and compassion embodied by mothers.

The campaign goes beyond the traditional mother-child relationship, exploring instances where maternal virtues are demonstrated in various relationships—within families, friends, colleagues, and even strangers supporting each other. This narrative aims to showcase how these values enrich lives and strengthen bonds in diverse settings.

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Manish Bandlish, Managing Director of Mother Dairy, highlighted the enduring significance of maternal values in today's world, emphasizing the importance of compassion and empathy. He expressed the brand's commitment to infusing every aspect of its work with the same love and care that a mother provides, ensuring quality ingredients and crafting delightful products.

The film captures everyday moments where maternal virtues are displayed, from a colleague sharing his meal with a rushed coworker to seniors bonding over Mother Dairy's Mishti Doi. Each scenario highlights a maternal virtue, underscored by a captivating background score, culminating in the brand's product window.

Ritu Sharda, Chief Creative Officer at Ogilvy-North, emphasized the inspiration behind the campaign—recognizing those who embody maternal qualities and weaving a story that reflects Mother Dairy's commitment to love, nurturing, and purity in its products.